Burberry’s Womenswear Spring/Summer 2016 show took place today in its custom-built show venue in London’s Kensington Gardens, revealing the collection which was premiered through the first ever Snapchat Show yesterday evening. The show was accompanied by a live performance by British singer Alison Moyet.
Over 1000 guests attended including iconic Burberry campaign girls Kate Moss, Jourdan Dunn, Suki Waterhouse, Cara Delevingne, and Sienna Miller alongside its newest stars Clara Paget, Holliday Grainger, Amber Anderson, Oscar Tuttiett, Harry Treadaway and Tom Odell. Other guests included Anna Wintour, director Baz Luhrmann, actors Benedict Cumberbatch, Chay Suede, Naomie Harris, Guey Lun Mei, Mélanie Laurent, Sun Li, Miriam Yeung, Liu Wen and Araya A. Hargate, and musicians Annie Clarke (St Vincent), Rhodes, Paloma Faith, Tinie Tempah, Gabriel Day-Lewis and Yulia.
The Functionregalia collection
Classic coats and functional pieces were mixed with elements of regalia including metallic cording, crested buttons and hand-embroidered military motifs. English lace and floor length satin dresses were paired with leather biker jackets, and regimental tailoring with tie-dye tulle.
The latest collection introduced the Burberry Rucksack in gabardine-constructed nylon and the Belt Bag in black English suede.
The beauty look
The Spring/Summer 2016 beauty look was also revealed today and features satin skin with natural contouring and a strong lip. Premiere of the collection through the first Snapchat Show
In the latest chapter of the brand’s digital innovation story, Burberry followers were able to see a preview of the collection through the first ever Snapchat Show last night – looks from the collection were shared live as finishing touches were being made in Burberry’s headquarters in London – an industry, platform and brand first. Burberry’s show coverage on Snapchat also included a never-seen-before glimpse into the brand’s design studios, and featured a special appearance by Anna Wintour, receiving her invitation to the show, as well as live reactions on the red carpet from guests as they arrived.
Snapchat also brought its Live Story coverage to a Burberry show for the first time. Starting this morning, and lasting for 24 hours, the “Burberry Live Show” houses a Snapchat-curated montage of crowd-sourced Burberry show related video and imagery, giving an access all areas vantage point into Burberry’s show from the red carpet to backstage and beyond to the platform’s 100 million users.
Live show soundtrack by Alison Moyet on Apple Music
British singer Alison Moyet performed the live soundtrack to the show, accompanied by a 32-piece orchestra conducted by Joe Duddell from an orchestra pit in the centre of the runway.
Track list: “All Cried Out”, “When I Was Your Girl”, “Whispering Your Name” and “Only You”.
The performance was filmed for Burberry’s new, dedicated channel on Apple Music, which launched earlier this week, making Burberry the first global brand to launch a channel on the platform. The full show soundtrack, “Alison Moyet Live for Burberry”, will be available to purchase through the iTunes Store and for streaming through the Burberry Apple Music channel from tomorrow.
Purchasing straight from the runway
Runway Made to Order
As part of the Burberry Runway Made to Order programme, selected outerwear and bags from the collection can be purchased and personalised
immediately until 5 October on Burberry.com or by appointment in selected stores globally, giving consumers the chance to own pieces of the collection months before they arrive in store.
Social Purchasing through LINE and Kakao
Burberry announced this week that it will be offering a selection of its make-up collection, through Kakao Giftshop and LINE in Japan, enabling a new way to discover and purchase Burberry Beauty products on the platforms.
Burberry also revealed its make-up look the day before its runway debut, as part of the brand’s Snapchat activity.
In another brand first, Burberry Make-up Artistic Consultant Wendy Rowe will be hosting a live make-up tutorial tonight at 7.45PM (London time), to be streamed exclusively on the Sephora YouTube Channel. Wendy will be recreating the new make-up look in real-time with Amber Anderson.
Sharing the show with the largest audience to date
Viewers globally were also able to experience the show across multiple Burberry platforms including Burberry.com, YouTube, Snapchat, Facebook, Instagram, Twitter, Google+, LINE, Sina Weibo, Pinterest, YouKu, Kakao and WeChat, opening up the show to more viewers than ever before.
Burberry streamed its show live on Burberry.com, Twitter, Google+, Facebook, You Tube and LINE, as well as on hundreds of partners sites. The show was also broadcast onto giant screens at Burberry’s 121 Regent Street flagship and Heathrow Terminal 5 stores.
Content from the show will also be published on Kakao, We Chat, YouKu, LINE, Pinterest, Facebook and Google+
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